TIKTOK’S SECRET SAUCE

TikTok is among the preferred search engines – Manilka Ediriweera

In the past, if you wanted to look up restaurant or product review, or discover what’s trending in music, you’d have used Google. But today, TikTok is the new player in town.

The TikTok app, once popular for viral videos and dances, has taken a leap from being an entertainment platform to becoming a search engine – especially among the younger generation. Google’s own data states that around 40 percent of young people now search on TikTok or Instagram instead of Google.

A study by Adobe reveals that 64 percent of Gen Zs and around 49 percent of millennials are using TikTok as a search engine.

From reviews (on just about anything) to recipes, fashion, trends, and even relationship and life advice, this unexpected contender appears to be drawing the attention of users away from the traditional giants.

So what is TikTok doing differently from Google?

The first thing that needs to be understood is that the search habits of today’s digital users have evolved. They crave engagement and visual content over lines of text. With information overload being real, TikTok relies on more short, digestible, relatable and visually engaging bites to hold the attention span of these users.

For example, a recipe on TikTok is more than words on a page – it’s a visual demonstration.

TikTok’s secret sauce for turning its platform into a search hub lies in its authenticity and ease of discovery. Trust, built on authenticity, is something that traditional search engines struggle with.

The app is the modern equivalent of word-of-mouth marketing with users sharing real experiences. Since it focusses on ordinary people and their content, TikTok makes users feel like they’re sourcing information or even advice from a friend, rather than an influencer or an ad.

There has been some controversy surrounding TikTok with countries such as Canada and the US expressing national security concerns that ByteDance (the parent company of TikTok, in China) may leak user data to the Chinese government.

Nevertheless, TikTok is a platform trusted by users – and that begs the question, ‘why?’

The reason is that the human elements of authenticity and ‘relatability’ have become key drivers of influence today; and they’re proving to be very powerful.

Furthermore, TikTok also nails personalisation, and displays content based on preferences and behaviour. So users are more likely to find bite-sized content that’s relevant and interesting to them.

Intuitive search suggestions take personalisation up a notch with trending topics, keywords and popular searches being easily discoverable. TikTok’s algorithm doesn’t simply streamline searching, it opens doors to information that users didn’t know they were looking for in the first place.

In short, TikTok makes finding information fast, fun and easy to consume.

However, it’s not all sunshine and roses…

Unlike Google and other search engines, TikTok isn’t built on a structured or credible backlink system. Instead, its search function has developed more organically by relying heavily on user generated content (UGC).

One of TikTok’s defining qualities is its vast library of UGC and the fact that it’s a platform for everyone. However, the lack of rigorous filtering mechanisms can result in doubts about credibility. Content on TikTok (whether verified or not) can go viral in the blink of an eye and misinformation can spread rapidly.

Regardless of the content’s factual accuracy, it will gain popularity as long as it resonates emotionally with viewers or shocks them. From strong opinions on issues to conspiracy theories and more, this popularity driven algorithm favours engagement over credibility. And this makes it hard to distinguish fact from opinion.

While TikTok is becoming a widely used platform for search, is it replacing Google?

Not yet. But the boundaries between traditional search and social media are blurring rapidly.

With Google now featuring TikTok content in its own search engine results pages (SERPs), it’s clear that TikTok is reshaping how we search online. And this shift has great potential to transform search for good.

However, one question remains…

How will TikTok manage the spread of misinformation and ensure that credible content is available without robbing users of their autonomy while still maintaining engagement?

Going forward, it’s important for TikTok to address these challenges to sustain its success as a search platform. Strategies such as content verification, elevating reputable sources and transparent ranking could position TikTok as a powerful and credible search tool in the future.

For the time being, it is riding a wave of change. Not only is it changing how we consume information but it’s also opening up new exciting possibilities for how we search.

TikTok is the new player in town